Tide is a $250mn+ brand in the $4.4bn Indian laundry category, used by >99% Indians across all strata. I worked on marketing strategy and execution to grow revenue, profit, and market share for Tide, which served 80mn+ consumers across India, Bangladesh, Sri Lanka, and Nepal. Led multi-functional teams of 30+ over 9 projects.

Launched Tide Pods ($3mn/₹23cr revenue) via top stores & influencer-led digital campaign to target India’s top 20mn+ consumers

• Adapted ad films from UAE to India; 3mn+ views on YouTube
• **Partnered with influencers like Bhumi Pednekar and Hina Khan;** Targetted ads at people aged 18-35 in metropolitan cities and owning washing machines
• Press (afaqs; afaqs)

https://www.youtube.com/watch?v=QeUnRZ3_w0U

Led project to reverse highest-ever declining sales trend in Tide history

• Strategized and executed Tide’s biggest end-to-end marketing campaign ($10mn/₹75cr revenue; +2% share) revamping product; packaging; advertising across TV, print, digital; GTM across 9mn stores in India
• Signed Bollywood actor Ayushmann Khurrana as Tide’s first-ever celebrity ambassador, improving ad-scores 150% for 4 ads. Press (**Livemint; Brand Equity; CampaignIndia; BrandingInAsia; Financial Express; Business Standard; AdGully**)
• Optimized & managed annual media budget of $18mn/₹135cr across Television, Print, Out-of-Home, Cinema, all Digital Channels

https://www.youtube.com/watch?v=mbx91rySuSo

Led Covid-19 CSR campaign for Tide India: “Angels in White”

• Partnered with NGO Doctors4You and Apollo Hospitals to donate 100,00kg detergent to 25K+ healthcare workers across India during the first lockdown of Covid-19 in Apr-May 2020

• Garnered 5mn+ views on YouTube

  https://www.youtube.com/watch?v=gPBGiZGsbIU

Won three awards: Operational Excellence for Covid-19 CSR response & Brand Entrepreneur for advertising excellence